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Canon Can't - Major Mistakes in PURL Email Marketing

June 05, 2011
Posted by JFM Concepts at 10:46 AM

Everyone makes mistakes.  The first time that Canon sent us an email a few months back that had a data mismatch on the PURL and took us to someone else’s landing page, we were shocked but willing to overlook it.  Stuff happens sometimes, no matter how hard you try.  But as an OEM manufacturer of digital presses, there is no excuse to have ongoing data errors in an ongoing campaign.  Here are the emails we received Thursday– two of them – within minutes of each other. 

Cannon_email_1 
Cannon_email_2 

The PURL in question on both emails is: http://luciaex.cusa.canon.com/cp/jm186.  Try it.

Cannon_Crossed_PURLS_01 

You’ll notice the following issues with this landing page in addition to the fact that the data is crossed:

  • The links on both the email and the landing page are not dynamically rewritten and sent through a collection mechanism to allow link tracking.  There are lots of links to click, but no way to know if we clicked them.
  • There is a broken image at the bottom of the page.  See the little X.
  • Even after changing the contact info in the survey form, the page still says “Thanks, Jerry.”
  • We also dispute the claim of absolutely amazing accuracy, at least if they are referring to the data...

Recently, we also received a standard billing communication from a medical billing company that opened the wrong user account and displayed a different patient’s detailed billing summary.  The repercussions could be dire for both the medical facility and the billing partner. 

Take Away

Despite our best efforts mistakes will happen, but follow these tips to minimize the risk:

  • Be sure to test live data and real records every time
  • Use a checklist to assure all the details are handled
  • Never manipulate data in Excel or any other spreadsheet
  • Test again, be sure, wait ten minutes, and test again
  • Compare and test original data files versus lists that have been appended with data such as a PURL

Follow these steps, and fewer mistakes will happen.

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